What are responsive search ads?
Responsive search ads are nothing more than an ad format where larger and more flexible searches can be displayed whereby Google uses its artificial intelligence to test and optimize the most effective combination of our ads and serve according to the type of customer.
As time goes by, we are betting more on automation in general and, thanks to machine learning, we can achieve more relevant advertising and with beneficial results. In other words, we are talking about using Google's machine learning in our responsive search ads to deliver better results based on each user's search.
What is the difference with traditional ads?
The most notable difference from traditional search ads vs responsive search ads or also called responsive search ads is that in traditional search ads, headlines and descriptions are written together to create static ad copy. In contrast, when writing a responsive search ad, you can write up to 15 different headlines and up to 4 different descriptions. In this way, that set of headlines and descriptions can generate different combinations, which means a sea of test possibilities with very varied ads.
Notably, for responsive ads, Google will automatically test different combinations of headlines and descriptions and learn which combinations work best. Thus, over time, responsive search ads will deliver a better message to different users based on the keyword they are searching for, their device, their browsing behavior, and more.
Advantages of Search Responsive Ads
By using this ad format in Google Ads we will have benefits that in the short / medium term will improve the performance of the account. Here are the main advantages:
1. Greater flexibility margin for testing
Responsive search ads contain more space, both in headlines and descriptions, will have much more flexibility to test the different ads. Likewise, being a responsive format, the ads can be adapted to any device, improving the user experience and usability.
And you have to bear in mind that no matter how niche your product or service is, we usually have a varied buyer persona, for which there are different interests and affinities. Likewise, there are different types of searches focused on different intentions, so the same ad cannot respond to all these needs. However, a single responsive search ad can be the foundation for satisfying all of these potential users, adding a variety of headlines and descriptions, highlighting those search interests, and providing solutions.
2. Higher performance
Either way, responsive search ads by having greater possibility of combinations can give results to more queries and users than traditional ads, therefore, the ads are more likely to reach a wider audience and, therefore, be Get more impressions than you've ever seen with a single traditional ad. By having more impressions and more relevant ads with messages tailored to the type of user we can attract more clicks and it is likely that more conversions.
3. Save time
We will save time thanks to the benefits of artificial intelligence that Google provides, since we can test many more ideas in a short period of time and provide the user with better performing ads.
What variables to consider when creating responsive search ads?
According to Google's recommendations to get more out of this ad format, these are the most important points to take into account when creating responsive search ads:
Provide at least 10-12 headlines. The more titles and descriptions you enter, the more opportunities Google Ads has to serve ads that better match your potential customers' search queries, which can improve the performance of your campaigns.
It is important to take into account that, when writing titles and descriptions, they are consistent with each other, since titles and descriptions can appear in any order and any combination.
Google recommends including a keyword in 2 headlines.
Highlight the benefits and features of additional products or services, a problem you are solving, or highlight the shipping and return information.
Create headlines of different length.
Add at least two different descriptions because responsive search ads allow up to two descriptions to be displayed at the same time.
It is recommended to have a responsive search ad with minimal "Good" or "Excellent" effectiveness in each ad group. There can be up to three responsive search ads triggered per group.
If you want to show a certain text in all the ads, you must add it in the position of title 1, title 2 or description 1.
See more: https://youtu.be/mxdelKnGybM
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